The Future of Consumption: Global Centennials

The Next Wave of Influencers, Disruptors and Consumers

Centennials are the youngest generation, and they are a global generation. Born starting in 1997, the oldest will turn 21 years old in 2018. Centennials have already eclipsed Millennials as the global cohort driving trends and pushing industries forward, and they’ll soon be a core consumer group across a variety of categories.

Growing up in a time of resource scarcity and disruption has shaped Centennials’ approach to the marketplace and their broader world. It’s critical for brands to keep pace with their values, beliefs and expectations to avoid being left behind. Below, we explore 4 ways in which Centennials will change consumption habits and expectations of brands.